In other words, I think the idea that he "made is personal" sort of comes with the territory when your job is to write opinion.

By "made it personal", I mean it became his singular focus. Particularly after his Brian Waters "I want a trade" story didn't turn public opinion against Pioli/Haley like he wanted it to. From that point on, everything was about pushing his agenda.

It didn't matter how flimsy the criticism was. It didn't matter if he had to reverse positions and argue against something that he'd previously argued for. He wanted to drive it forward at any cost.

It was sad to watch. Sadder still because he would have been proven right in the end without having to resort to that.